"In the Super Bowl ad for Amazon's Alexa+ AI assistant, Chris Hemsworth fears that the AI is trying to kill him. Perhaps it will trigger a rogue garage door, or close the pool cover while he is out for a swim. Ultimately, of course, he learns that the AI just wants him to be happy, offering a massage to relieve his tension. As it happens, AI anxiety seems to be running high, and the Super Bowl is poised to become the center of that conversation."
"All the time, we see proof that advertising works brilliantly in the right context. We're using advertising's biggest stage to ask a simple question: does it belong everywhere? So we made funny ads about how unfunny it would be," says Felix Richter, CCO at Mother, the agency that produced the ad. "People asking AI about their health, their relationships, their business. Then a sponsored answer. We don't need to explain why that's wrong. We just need to show it."
An Alexa+ Super Bowl spot features Chris Hemsworth fearing the assistant might harm him, then reveals the AI only wants to ease his stress. Major tech firms are spending $8–$10 million ad slots to capture live-sports attention despite rising AI anxiety. Google Gemini ran an earnest demonstration-style ad showcasing user benefits. OpenAI plans to introduce advertising into ChatGPT to generate revenue. Anthropic used its Super Bowl ad to mock sponsored AI answers and to challenge ad placement in AI responses. The Claude ad provoked a strong public reaction and intensified industry tensions.
Read at The Hollywood Reporter
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